I started the week much like any other, getting caught up on industry news and who pulled in numbers over the weekend.
Then, it started.
The barrage of LinkedIn group discussions on some of the most random stuff imaginable. Do moderators moderate anymore?? I ran across one article in particular that nearly broke my ‘bullshit-meter’.
I’m not going to call out the guy who wrote it, he probably doesn’t know any better, whatever, his article was so bad…and so full of self serving lies, that I felt compelled to respond, if for no other reason than to take back a little sanity.
It was one of those, ‘how to fix the ad industry in two steps’ sort of things. Oh, is that all? We should have the industry fixed well before lunch then. BRAVO!
According to this author, everyone with an iphone is a creative. First of all no, just because someone can throw a filter on a selfie doesn’t mean they’re a CD, it means they’re a narcissist.
He went on to insinuate that most agencies don’t know why they exist. Really? Because just off the top of my head I would think, in the most shallow sense, that they were at least in the game to make enough money to send little Jimmy to school and buy a 2 bedroom in Boca one day. No?
Seriously, who did he talk to get this info? Andrew Robertson? Miles Young?? I have a hard time thinking either would say, “Yeah, we have no idea what we’re doing.” Although I do find it quite easy to imagine them saying something about their positioning that didn’t gel with this writer…maybe because it challenged his agency’s positioning, therefore, it must be irrelevant right?
I should have stopped reading, really, I should have, but I continued…chalk one up to morbid curiosity.
He went on to discuss the new success model with a guy from a boutique agency that has it all figured out…not because they’ve done iconic work to prove they have it all figured out mind you, but because they are self proclaimed experts on understanding millennials and that they have,
“…the brainpower to decode any problem we’re trying to solve with marketing.”
I’m not making this shit up.
The author did go on to address one of my pet peeves, soft metrics; likes, shares, views, etc. To my surprise we were on the same page on this topic, and apparently many companies are now over the soft metric approach to determining the success of their campaigns.
Marketers want to know one thing now more than ever…is all the noise they’re making on their creative fronts making noise at the register?
I figured it was a matter of time before companies started questioning the results (and the legitimacy of them) and whether or not they were really helping drive sales.
One thing is clear; the brand story, connection and conversation is getting a little old. A ton of effort has been made by companies to become a part of the ever elusive ‘conversation,’ and research is saying, nobody cares. In fact, 92% of all brands could disappear tomorrow and no one would notice.
I’m really glad I’m in the entertainment marketing game. We create stories about stories one story at a time. And it has a shelf life. And sometimes it gets taken back off the shelf and we create a limited time story again. And then it goes away, to be spoken of fondly at social gatherings whenever someone gets smart (or stupid) enough to use it as a reference. I admit, I have it easier than say the gal trying to integrate soap into real life social circles.
The bottom line is becoming the bottom line again my friends. He / she who comes up with the most measurable model that can definitively display a correlation of method to sales, wins.
In other words, strap yourself in. Those companies that made big bets in certain types of media are going to really start digging in, and bullshit-meters everywhere are certain to start sounding alarms.
To Your Success!